I’m a great fan of e-newsletters. Even though our inboxes are busier than ever, a good e-newsletter will always bring you new business and help forge strong relationships with your subscribers.
But those busy inboxes I mentioned… it can be tricky to even get your e-newsletter SEEN, let alone read. So how do you cut through all that email noise and stand out enough so your subscribers notice your beautiful e-newsletter?
Here are 3 ways to make sure that yours is the newsletter that gets noticed, read and acted on by your subscribers.
Know Your Ideal Customer & What They Want
Know what the people in your audience want and need. Take notice of the questions your customers ask you. Ask purchasers why they buy from you. Be observant – keep an eye on your social media accounts and see what your fans are talking about. The better you know your ideal customer, the more of them you can attract as subscribers and the more you can convert into buyers.
If you don’t already have a handle on this, take a moment to write out the answers to these questions:
- What keeps the people in your target market up at night?
- What are their dreams?
- What do they struggle with?
- What brings them joy and inspiration and hope?
- What would solve their problems and/or help them reach their goals (the ones you help them with)?
The more relevant you are to your subscribers, the more likely they are to open your newsletters.
Get Great At Subject Lines
Your subject lines or titles are SOOOO important! This mini-message plays a huge role in getting people to open your emails. When subject lines are compelling, even the busiest and most email-overloaded subscriber will at least pause to scan the contents inside that intriguing subject line.
The Right Amount Of Emails
Email your subscribers too frequently and you become part of the “noise” you’re trying to cut through. Don’t email them enough and they forget who you are, and again, you become part of the noise.
To become “top-of-mind” with your audience, you’ll probably need to email them (always with valuable information not just sell, sell, selling) more frequently than may initially feel comfortable, but not so much that you become the noise.
To work out the right frequency for you, start with what feels comfortable and then stretch just to the point where you feel uncomfortable. So if you’re thinking once a quarter, try every other month instead. If you’re thinking monthly, how about every 2 weeks? Once you pick a schedule then stick to it, RELIGIOUSLY. I know e-newsletters take some writing – I do one every week and my deadline day seems to whiz round at lightning speed.
I know you can feel stuck for ideas (why not have a brain dump of all the topics your ideal customer could use help on that you can provide, then break them down into smaller and smaller sub topics – that should keep you going for a while!) but if you’re going to send one every month, do it. Send it every month. On the same day. Packed full of valuable, helpful information that your ideal customer will love. And then, when you have something to sell, it won’t feel icky because you have ‘padded’ your selling with fabulous content.
Put yourself in your subscriber’s shoes – what would make YOU open an e-newsletter when you’re busy? What has caught your attention in the past? Whose emails do you love? Find out what is working for you and then apply the same principles to your own e-newsletters. If you send great quality newsletters on a regular basis, you’ll soon start to see an increase in sales.
My challenge to you is:
- Find 3 e-newsletters that you always open when they appear in your inbox
- Work out why you love them
- Use what you’ve learned to create compelling, great quality e-newsletters that YOUR ideal customers will love receiving AND will act on!
Claire Mitchell is a best-selling author of the Awesome Marketing Planner and founder of The Girls Mean Business, a mum and business owner. She has been featured in Marie-Claire, The Guardian, Closer Magazine, Essentials, The Huffington Post and on the BBC.